Vue appoints Joint to revamp brand

Joint is understood to have beaten the branding agencies Wolff Olins and Landor Associates to pick up the business in a competitive pitch. Vue is looking to "transform" the experience of going to the cinema.

Vue has also charged the digital agency TH_NK with developing its user experience across all platforms.

TH_NK will also develop a customer value management (CVR) offer to improve the way Vue interacts with existing and prospective customers.

The appointments follow the arrival of Dominic Rowell, the commercial director for UK and Ireland at Vue in January 2015.

Rowell said: "For the past 12 years Vue has been committed to delivering the best and most innovative experience in the industry. As we continue to grow, our intention is to place even greater emphasis on surprising and delighting our customers through both offline and online experiences.

"Our brand, our people and technology will be pivotal to this. In TH_NK and Joint we have appointed two highly skilled partners who share our energy and ambition to deliver on this intent."

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